Broadband comparison site launches advertising campaign developed by thecoalshed

By Jennifer Faull | Deputy Editor

December 22, 2012 | 2 min read

broadbandchoices.co.uk, the Ofcom accredited comparison site for home phone and digital TV, has launched a multimillion pound advertising campaign intended to build a stronger brand presence within the consumer price comparison market.

The campaign was developed by brand and marketing consultancy thecoalshed following extensive research by thenursery which found there was real opportunity for broadband comparison to become normalised behaviour.

The advert will debut on Boxing Day, coinciding with an overall website redesign and new visual identity.

Space City Productions produced the creative in association with thecoalshed whilst launch and growth specialists Total Media have managed the offline and digital media planning and buying account. The TV launch will be supported by a fully-integrated marketing campaign across Q1 in 2013.

Mike Longden, director of thecoalshed commented on the activity: “We found the majority of consumers did not use comparison websites to compare their broadband as it had never occurred to them to do so, instead preferring to do their own research. Many who had considered changing providers felt it was a complicated process and therefore elected to do nothing at all.”

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“Our new campaign intends to focus on the key issues from the research, in a simple and straightforward manner. We were keen to create a vehicle which tackled everyday broadband problems within normal conversation, whilst creating a strong reinforcement of the brand. We hope our reworking of Handel’s Hallelujah Chorus delivers this in both a unique and memorable manner.”

Chris Eagle, marketing director at broadbandchoices.co.uk added: “The price comparison market has evolved quickly over the last 10 years with several brands staking a claim in product areas such as insurance, energy and credit cards through their advertising messaging. In contrast, the home communications switching sector has been neglected.

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“Deciding to advertise for the first time is a big step for us, however I have been consistently impressed with thecoalshed’s thorough preparation, attention to detail and ability to align the creative concept with our core brand values. I look forward to seeing the results of our campaign and continuing to develop our brand presence throughout 2013.”

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